Last week, Littlewoods was named as sponsor of ITV show ‘Superstar’ starring Andrew Lloyd Webber who heads a panel of judges and last month broadcast a live, interactive TV show featuring interior designer Laurence Llewelyn-Bowen.

Following the launch show, which featured Llewelyn-Bowen’s latest homewares collection and allowing shoppers to interact with the presenter via social networking in real time, the online department store saw 4,000 users live stream the show, leaving a total of over 1,000 comments.

It is hoped that Klass’ family-oriented approach to work will further boost sales for the group.

Gareth Jones, Group Retail Director at Shop Direct Group, explained: “Myleene understands the challenges faced by Littlewoods shoppers every day in terms of balancing work, children, social life and the home.

“We look forward to working with her to provide simple and practical advice and to design collections that enable our customers to dress and feel confident whatever the occasion.”